Get to know online video advertising, why it's important to use in your marketing mix, and how to get started with Vibe.co to leverage online advertising to attract, convert, and retain customers.
Online video advertising, also known as digital video advertising, is promotional content for a product or service delivered in a video format. Distinct from traditional TV advertising, online video advertising plays on digital and social channels, like Facebook, YouTube and Instagram, or before, during or after streaming content. The latter is what we call CTV Advertising, or OTT Advertising.
Social media advertising refers to ads placed on social media services, such as Facebook, Instagram or Tik Tok. It’s a great way to promote your products/services to a selected audience, based on demographic criteria or interests. Either placed in the audience’s feed or in “stories,” video ads can be displayed in different formats. Vertical or portrait-mode videos are more and more common, especially on mobile.
With the pandemic, when in-person events and experiences were put on pause, live video also emerged as a key way for brands to connect with consumers. It has since transformed the possibilities when it comes to “streamable” content. Live videos are used by influencers, brands, artists and range from low- to high-budget productions. Consumer demand for lives is growing.
Video advertising is among the most popular ways for businesses of all sizes to reach online audiences. Users and consumers are susceptible to this increasingly relevant advertising medium. It's a dynamic medium that easily engages prospects and clients across various digital channels, and it does so on a deeper level than static ads. It can educate consumers, increase brand awareness, generate sales, drive app installs and even drive traffic and attract customers to your stores.
Some experts predict that the 5G will make video advertising even more relevant and beneficial. Additionally, search engines are prioritizing digital video content, tweaking algorithms to rank pages that feature videos higher up in their results.
However, digital video ads are not necessarily a guaranteed win for marketers; statistics indicate that consumers respond well to video ads they perceive to be relevant and valuable. Video placement also matters to consumers, and should feel minimally disruptive. It is therefore essential to understand how digital video advertising works to best leverage its potential.
Video content is catchy; it grabs users’ attention across various digital channels. Thanks to music, camera angles, dialogue and other details, digital video advertising is an ideal way to transmit a lot of information and tell a story about a brand or products, in a relatively short format, and in a memorable way. Video advertising also allows you to address users’ pain points and show off the USPs of your product or service in a more immersive way. When people tune into digital video advertising, brand awareness increases, all with the push of a button.
As an engaging, easily shareable medium, digital video advertising is an effective way to get more eyes on your product and services. It encourages customers and prospects to share the video content, especially if it’s optimized for mobile in terms of format and length. Engaging, interesting content ranks higher on social media and reaches a larger audience overall. If users who view an online video share it with their network or followers, this can increase the reach of your video ad exponentially.
Through effective online video advertising, you can attract and convert prospects. Using a call to action (CTA) can encourage people to buy your product or services directly after viewing your video. Video ads can bring more context and emotional connection than a static or text-based ad, and therefore create more chances of a user clicking on a CTA. Major online marketplaces, like Amazon and eBay, claim that adding a video ad to a simple product description can increase the chances of a shopper purchasing the item by up to 35%.
The content of your online video advertising campaign is, of course, up to you, however in terms of form, some of the best practices include:
By following the best practices and trends outlined above, you can create video ads that attract and engage your audience.
Creating videos for online video advertising can be facilitated by various tools and services to help you optimize, plan, publish and promote your online video content.